Brand Analysis: Qantas Airways Rebrand

Isaac Ervin
Jul 26
3 min read

The Flying Kangaroo, Reimagined

Qantas Airways — Australia’s beloved flag carrier — has long been a symbol of national pride, safety, and premium travel. But even legends need to evolve. In recent years, Qantas has undergone a strategic rebrand designed to modernize its image, re-engage younger audiences, and solidify its position in an increasingly competitive global market.

From logo tweaks to redesigned cabins and a new advertising voice, Qantas is no longer just an airline — it’s trying to become a lifestyle brand.

Legacy Meets Innovation

Founded in 1920, Qantas has built a reputation rooted in reliability and world-class service. Its iconic flying kangaroo logo — introduced in 1944 — has evolved through decades, becoming sleeker with each iteration. But while the airline has often maintained a conservative aesthetic, the latest rebrand leans into modern minimalism and storytelling.

The refreshed logo, rolled out alongside new aircraft liveries, keeps the kangaroo but simplifies it further — sharper lines, a more refined posture, and stronger symmetry. Uniforms and lounge interiors also received a sleek refresh, aligning with global style cues seen in brands like Emirates and Singapore Airlines.

The Strategy Behind the Shift

Why the change? It’s more than just aesthetics.

This rebrand aligns with three core goals:

Attracting younger, digitally connected travellers
Gen Z and Millennial travellers expect bold design, sustainability, and seamless digital experiences. Qantas has responded by updating its app, investing in inflight Wi-Fi, and incorporating bold, emotional advertising.
Modernizing post-COVID
After major pandemic-era losses, Qantas needed to reassert itself as the leader in safe, modern air travel. The rebrand symbolically communicates resilience and renewal.
Competing globally
With rising competition from budget and luxury airlines, Qantas had to refine its visual and emotional appeal to stand out — particularly for international travellers unfamiliar with the brand’s legacy.
Qantas' chance to appeal to the younger audience

Modernisation = Results

The new Qantas branding hasn’t just looked good — it’s performed.

Boost in Customer Engagement
Post-rebrand surveys showed a 22% increase in positive sentiment toward Qantas branding, particularly from under-35s. Social media engagement surged, with the rebrand campaign receiving millions of views across YouTube and Instagram.
Sales Rebound
Qantas reported record-high revenue of $19.8 billion in FY2024 — a significant leap attributed in part to renewed brand confidence and customer loyalty after a long recovery phase.
Stronger Loyalty Perception
The Qantas Frequent Flyer program also saw growth, with over 15 million members and increased interest in Points Club Plus and premium tiers — a sign that customers are re-buying into the Qantas lifestyle.

Public & Industry Reaction

The industry mostly applauded the redesign. Aviation analysts praised Qantas for keeping its heritage while moving boldly forward — something few legacy carriers manage well. Some loyalists were sceptical of the simplified kangaroo, calling it "too sterile," but overall sentiment trended positive.

Designers pointed out how the new look scales beautifully across digital and physical touchpoints — from mobile apps to airport signage to fuselage paint.

Boon Take: A Rebrand That Actually Works

Rebrands can flop — badly. But Qantas avoided the trap of style-over-substance. This wasn't just a new paint job — it was a layered strategy with marketing, service, digital, and emotional storytelling all working together.

The airline didn't abandon its roots — it refined them. It didn’t try to be too trendy — it aimed for timeless. And by linking modern aesthetics with improved digital experiences and brand trust, Qantas has pulled off one of the more successful airline rebrands of the 2020s.